The relationship between e-CRM and customer loyalty: a Kenyan Commercial Bank case study

Abstract

Since customer loyalty is key, especially in the highly competitive commercial banking environment, this article evaluated the effects of features of electronic customer relationship management (e-CRM) on customer loyalty. Using a crosssectional survey design, data were collected from a convenience sample of customers of a major international Kenyan bank using self-administered questionnaires. The findings based on correlation and multiple regression analyses, revealed that pre-service, during (the) service and post transactional e-CRM features have a positive and significant relationship with loyalty, and that the pre-service and during the service features significantly predict loyalty. Thus, enhancing e-CRM practices could be a strategic competitive tool to impact the banks' relationship with their customers.

The impact of the E- CRM (expected security and convenience of website design) on E- loyalty field study on commercial banks

“…In the Thailand online web site context, sincere attention to customer inquiries and answering, and solving customer problems across the site affect the customer Satisfaction (Thaichon et al 2014). And disagreed with them Mang'unyi et al (2017), who proved that there is a weak correlation between problem solving as one of the dimensions of E-CRM and customer loyalty for online banking. Therefore, in this Study it is hypothesized that: H3: There is a significant relationship between convenience of website design and E-loyalty of customer The main hypothesis was divided into two sub-hypotheses H3/1 There is a significant relationship between convenience of website design and intentions to repeat electronic dealing for customers.…”

“…On the Likert scale where 1 = not at all influential and 5 = extremely influential. All items in this questionnaire were adapted by previous studies (see appendix) expected security was based on (Ribbink, van Riel, Liljander and Streukens 2004;Poon, 2008;Vlachos and Vrechopoulos, 2008;Kim and Niehm 2009).The convenience of website design was based on (Herington and Weaven, 2009;Ho etal, 2010;Mang'unyi et al 2017). Electronic banking satisfaction (six related items) The measurement was based on (Herington et al 2009;Ribbink et al 2004), E-loyalty (ten related items) included measures from a scale by (Ribbink et al 2004;Gremler ,1995;Zeithaml, Berry and Parasuraman, 1996;Ramseook and Naidoo,2011).…”

“…Marketing researchers have placed emphasis on the relationships between expected security and banking E-satisfaction, and banking E-satisfaction and E-loyalty (Jamali et al 2017;Kassim et al 2010;Mang'unyi et al 2017;leng, 2008) The shared opinion is that can be concluded that there is a significant relationship between The expected security and E-loyalty of customer through banking E-satisfaction. On the contrary Mang'unyi et al (2018) proved that customer satisfaction has not affect on the relationship between dimensions of e-CRM (Privacy and security) and customer loyalty.…”

Role of Customer Relationship Management in Service Quality: Case of Mobile Service Providers in Egypt

“…Moreover, Oluseye et al (2014) parent relationship management has a positive impact on the students' willingness to recommend their universities to others. Mang'unyi et al (2017) cited that electronic customer relationship management has a positive and significant relationship with loyalty, and that the pre-service and during the service features significantly predict loyalty. Thus, enhancing electronic customer relationship management practices could be a strategic competitive tool to impact the banks' relationship with their customers.…”

Sistem Customer Relationship Management untuk Perusahaan Penjualan Alat Komputer Menggunakan Analisis Fishbone

“…Pelanggan akan lebih memilih untuk membeli produk kepada perusahaan yang sudah terjamin kepuasannya [2]. Oleh karena itu, menciptakan nilai lebih bagi pelanggan sangat penting karena mengarah pada pembelian berulang yang menguntungkan bisnis [3]. Banyak perusahaan yang berusaha untuk memberikan pelayanan terbaik bagi pelanggannya dengan melakukan kerja sama dengan pihak luar yang lebih kompeten agar pekerjaan menjadi lebih efisien dan efektif.…”